Activating a dedicated strategic planning process for the wider business (which includes the online channel) is a crucial ingredient to the long term health and success of any business. While it may be "political" to say the ideation and/or strategic vision come from the Executive team, the source of information for much of the decision making needs to come from the bottom up ("bottom up" - the coalface layer of a business). Change is driven from the top down because the Exec team controls re...
